从模因论角度分析商业广告的翻译
发布时间：2018-10-18 09:28
【摘要】：市场经济的迅速发展将中国产品的宣传推广到一种前所未有的广阔范围。无论是国内还是国外的产品都有其自身的广告。广告不仅是产品的一部分，同时也是产品宣传的重点。优质的广告有助于更好的了解产品，并且能够促进顾客对产品形成有益的印象。由此便可以扩大产品影响力以增加销售量。由此可见，令人满意的广告翻译对促进产品的影响力具有重大意义。 作为一种新引进到国内的理论，模因论还没有得到系统的研究，但依然可以对广告翻译带来不容忽视的影响。模因论为语言学的学者专家提供了全新的研究视角，并促进了对语言之美的探索。模因中含有影响人类行为的密码，同时模因本身被视为文化传播的最小单位，而且模因的这种对人脑的感染性为广告复制以及传播带来了一些启迪。 近几十年甚至于几个世纪以来，，广告翻译一直是国际商业广告业关注的重点之一。由于有效的有感染力的广告能够极大的促进产品的销售，所以世界各地的公司都力争完善其广告，以达到抗击竞争对手的目的。由于好的翻译能够带来商业利润，所以业内人士对广告翻译的研究抱有极大的兴趣。与此同时，翻译人员也已经从不同的层面对翻译作品做了多种分析。 基于国外许多对模因论的研究，本文将重点利用模因论来探讨广告翻译。根据模因的自我复制规则，本文将把模因与其宿主—客户联系起来，并且把讨论的重点放在广告翻译上。希望借此可以建立有效的翻译效果的评价标准，并试图通过将二者结合而得到一些启迪。
[Abstract]:The rapid development of market economy popularizes the propaganda of Chinese products to an unprecedented wide range. Both domestic and foreign products have their own advertising. Advertising is not only a part of the product, but also the focus of product publicity. High-quality advertising helps to better understand the product, and can promote the customer to form a beneficial impression of the product. As a result, the influence of the product can be expanded to increase sales. It can be seen that satisfactory advertising translation is of great significance to promote the influence of products. As a new theory introduced into China, memetics has not been systematically studied, but it can still have a significant impact on advertising translation. Memetics provides a new perspective for scholars and experts in linguistics and promotes the exploration of the beauty of language. Memes contain codes that affect human behavior, and memes themselves are regarded as the smallest units of cultural transmission, and the infective nature of memes to the human brain brings some enlightenment to advertising replication and communication. In recent decades and even centuries, advertising translation has been one of the focuses of international commercial advertising industry. Because effective and infectious advertising can greatly promote the sale of products, companies around the world strive to improve their advertising in order to fight against competitors. As good translation can bring commercial profits, the industry has great interest in the study of advertising translation. At the same time, translators have also made a variety of analysis of translated works from different levels. Based on many studies on memetics abroad, this paper focuses on the use of memetics to explore advertising translation. According to the rules of self-replication of memes, this paper will link memes to their hosts and customers, and focus on advertising translation. It is hoped that we can establish effective criteria for evaluating translation effects and try to get some enlightenment by combining them.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059
本文编号：2278705
[Abstract]:The rapid development of market economy popularizes the propaganda of Chinese products to an unprecedented wide range. Both domestic and foreign products have their own advertising. Advertising is not only a part of the product, but also the focus of product publicity. High-quality advertising helps to better understand the product, and can promote the customer to form a beneficial impression of the product. As a result, the influence of the product can be expanded to increase sales. It can be seen that satisfactory advertising translation is of great significance to promote the influence of products. As a new theory introduced into China, memetics has not been systematically studied, but it can still have a significant impact on advertising translation. Memetics provides a new perspective for scholars and experts in linguistics and promotes the exploration of the beauty of language. Memes contain codes that affect human behavior, and memes themselves are regarded as the smallest units of cultural transmission, and the infective nature of memes to the human brain brings some enlightenment to advertising replication and communication. In recent decades and even centuries, advertising translation has been one of the focuses of international commercial advertising industry. Because effective and infectious advertising can greatly promote the sale of products, companies around the world strive to improve their advertising in order to fight against competitors. As good translation can bring commercial profits, the industry has great interest in the study of advertising translation. At the same time, translators have also made a variety of analysis of translated works from different levels. Based on many studies on memetics abroad, this paper focuses on the use of memetics to explore advertising translation. According to the rules of self-replication of memes, this paper will link memes to their hosts and customers, and focus on advertising translation. It is hoped that we can establish effective criteria for evaluating translation effects and try to get some enlightenment by combining them.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059
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2 赵昌汉;科技英语广告中的双关与翻译[J];太原科技;2005年01期
相关硕士学位论文 前1条
1 高辉;从顺应论的角度看中英广告的翻译[D];广东外语外贸大学;2005年
本文编号：2278705
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